Telling Brand Stories Turns The Table?

Has there ever been a brand that made you feel instantly connected? Your curiosity is piqued, making you want to learn more.

I bet it was their brand story that did the trick. Pain, aspiration, and solution - these elements build such powerful connections.

You can revolutionize your approach and create lasting bonds with your audience by telling brand stories. Let me tell you how!

1. The Essence of a Brand Story

Every brand has a story. That narrative breathes life into products and services, making them more than just objects or offerings. You can think of it like bedtime stories you used to hear as a kid. Like those tales had heroes, challenges, and resolutions, so does your brand story.

How about the first time you used Canva ? The whole idea of Canva's storytelling revolves around simplifying design for everyone, regardless of their expertise. It felt empowering, didn't it? That's the magic of a compelling brand story.

2. Crafting Your Brand Story

Writing a brand story isn't just jotting down facts about your company. It's about connecting with your audience's emotions.

I remember when I started creating my own brand story here on LinkedIn . I asked myself,

“What makes my brand unique?”

Your unique journey, values, and mission are what form your story.

Infact I would rather say, your brand story is like your life story but with fewer embarrassing moments and more corporate jargon. ;) LOL

Elements of Brand

These are the building blocks. It encompasses the mission, vision, challenges, solutions, and the people who make it all happen.

For instance, Apple’s challenge is to ‘challenge the status quo’ and their solution is to ‘think differently’, with their people being the ‘creative minds’ that make it all happen.

Brand Story Template

Just like writing an essay back in school, there's a structure to follow—beginning, middle, and end. Introduce your brand, describe its journey, and showcase where it's heading.

For instance, you could start your brand story by introducing your company's founder, the inspiration behind starting the business, and the problem they were trying to solve.

Authentic Brand Storytelling

Be true to your audience. People connect with authenticity. They can tell when a brand is genuine versus selling.

For instance, Lululemon’s “This Is Yoga” campaign featured real people talking about their yoga practice and the ways in which it has impacted their lives. This resonated with their audience and further established a strong connection to the brand.

3. Tips for Telling Your Brand Story

How you tell your brand story can make all the difference. I once encountered a brand that tried too hard to sound fancy, filled with jargon and complexities. Guess what?

I moved on! Don't let that be your brand.

How to Write Your Brand Story

Always start with the 'why'. Why did you start? Why should someone care? Answering these can guide you.

For example, a brand that sells eco-friendly products can start by telling the story of the founder's journey to finding sustainable alternatives and how it motivated their mission.

Telling Your Brand Story

Utilize various platforms: your website, social media, or even face-to-face events. Tailor your story to each platform, but ensure its essence remains intact.

For example, on Instagram, share stories of your customers, employees, or even the making process of your product or service; on LinkedIn, tell stories of the successes of your company or stories of your customer’s success with the help of your business.

How to Build a Story Brand

Think of this as a continuous journey. As your brand grows, so will your story. Keep updating it, refining it, and making it relevant.

For example, a company may have started out by simply selling products, but as it has grown, it has become much more involved in the community and is now seen as an advocate for social justice. This new aspect of the brand needs to be incorporated into the story.

4. Visual Storytelling

Remember the saying, “A picture is worth a thousand words”? Platforms like Canva have revolutionized how brands convey their stories.

Visuals enhance understanding and engagement. It's like turning your brand story into a blockbuster movie, where every visual tells a story.

Studies have shown that visuals can help people remember up to 65% more information than text alone.

Moreover, visuals can evoke emotions in people and make them more engaged with the brand story. This makes visuals an essential part of any content marketing strategy, as it can add an extra layer of impact to the overall message.

This is similar to how a painting can tell a story or evoke emotion much more effectively than a written description of the same thing.

Visuals are often the key to unlocking the emotions that a brand is trying to convey, making them a valuable tool for any marketing strategy.

However, not everyone can interpret visuals the same way. If you want to target a specific audience, this can be a problem.

Moreover, some people can't process visuals as quickly as others, making them less effective when conveying a message quickly.

For example, a graph with too many labels and elements might confuse a person with dyslexia and make it difficult to understand the message it's trying to convey.

So are you going to make an impact with your brand story?

What strategies can you use to reach your target audience? Would love to know!

Nazish Mohsin ?